080304 Blogtalk Dialego Mind Voyager Final

MindVoyager -

An interactive journey through the collective thoughts of a

selected target group

Andera Gadeib

Cork, March 2008

Blogtalk - Cork 2008

Who we areA Next Generation of Research

Focussed on Online Research

Shared Values

Market Research

Close to Consumers

Technology-driven

Dialego Team Member explores Ijsselmeer

Own Panels

International


Time to market

MindVoyager approach

What we do

Product maturity

Idea Generation

Idea Screening

Concept Generation & Refinement

Concept Screening

Market Testing

Launch


Marketing Manager: „Do we Understand our Consumers?“


The challenge

Conservative business„Let´s rely on what we´ve done the last 20 years“ There is a lot to doHere is a first approach

Investment Research


Targets>> Who uses it, what for?


Rethink>> Paradigms for Online Research 2.0

Co-Creation & mass customization >> Consumers become makers>> great for market research

Following the long tail >> Learn from fragmented markets

Gaining insights from the crowds>> The wisdom in „mass inter-viewing“ > „panel intelligence“

New, interactive, adaptive, contemporary tools for market research


Research 2.0 >> Now Listening to every Opinion ever Expressed.

Source: wired.com



MindVoyager methodology


The MindVoyager approach.Get the Big Picture…


…AND all the Details.


The 4 dimensions of co-creational research >> MindVoyager approach

Blogtalk - Cork 2008 14

Typical Test & Survey Design

Test DesignTarget group: i.e. category-user, age groups, …

Sample n=100-200 from within an Access Panel

Field work: 14 days

Survey DesignInvitation to the test person by email, an individual link

included

Introduction to the new survey method

International Tests so farUSA, UK, Switzerland, France, Italy, Germany


MindVoyager in practice


Discussion and

tagging among

the respon-dents

3

MindVoyaging: Overview on the Process

Consumers are

invited within the

Dialego Panel

1

Screening process for the target group.

Respondent

chooses a nickname

2

Dialego AG - Market Research Online04/09/23 16

Analysis,Manage-

ment Summary

4 «The shelves were nearly filled up and the fresh fruit - particularly the raspberries - looked fresh and were visibly priced.»

«We had a very good browse around the store and I managed to get myself a few

bargains which left me feeling satisfied and happy!»

Blogtalk - Cork 2008 17

Respondent´s View


Dashboards to Amplify Discussions (beta)


Witty new style, it´s nice to see that others

are participating also...

MindVoyager. Respondents Have a Say.

I have the chance to see other

peoples views and stories.

Its a great idea, certainly

different. Very easy to air your

opinions.

Innovative and creative concept to gain individual´s opinions, the idea is implemented very well, I would definitely join

again.

Tags are very helpful, to get an overview of the answers of the

others and to answer other entries.

It´s different, other opinions confirm mine.

Is done very well - especially the ability to get in touch with

other people!

I liked it very much, fun is important, to

listen to other people´s opinion.

Interesting kind of interview. It´s not as

intrusive as people on the street...


And to Give you the Full PictureThe Results: a Cognitive Model

The different levels include subjectively important circumstances as well as concrete behaviours of the respondents. Both are connected closely to each other:

Operations / actions

Functional consequences

Emotional consequences

Values & Objectives

What actions are being carried out?

What prime motivation is fulfilled by the action?

What emotions are connected to it?

What indirect consequence is fulfilled by the action?


Reinforcement for positive shopping

Functional consequences

Emotional consequences

Actions due to positive shopping

Values & Objectives

Cognitive model:Positive shopping experience – Results overview

quality time (with family/ friends)

relaxation

positively surprised

happy / delighted

buy things that were not planned

buy petrolhave dinner at shopping centre buy gifts

daily fulfilment of demandkeep kids busy

information

interaction (with people)

thankful

satisfy certain needs

shopping for a special occasion

look for new products / “window shopping”

feel understood

canniness

pleased

new ideas

impressed

approval

good navigation through shop helpful, friendly

excellent staff

advertising

free samples

cheap trade brands offered

clean and tidy

credit terms

air-conditioning

easy parkinggood stock levels

no (long) queues

family event

clear aisles signage

bargains

wide aisles

reasonable / reduced prices

big choice of products

fresh, quality, healthy products

eco friendly

never had a positive

shopping experience

enough (disabled) parking spaces

easy to find the products

thick framed= mentioned by many

respondents

child-friendly staff

good service

place

product

price

promotion


The Hunt for New Tools to Understand Consumers Desires. Why Marketers like the approach

New approach for Consumer Insights Research

Instant snapshot of opinions

Combines the best of qualitative and quantitative approaches

Interactive with consumers

Inspirational for research and marketing


Thank you!

Andera Gadeib

[email protected], www.dialego.de

Dialego AGFriedrichstr. 69-7152070 Aachen Germany

+49/241/97828-0 PHONE+49/241/97828-118 FAX

080304 Blogtalk Dialego Mind Voyager Final

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